Development

Communication
Difference Between DC and DSC:
Development
Communication:
 It is applied at macro level i.e.
DC is applied in the projects that
are at large scale.
 It is technology based and usually
depends upon technical mass
media.
 It works vertically top-down. i.e.
this communication usually flows
from source towards receiver.
 DC has no specific goals. It has
general goals. It is for the overall
development in a sector or an
area.
Development Support
Communication:
 DSC is applied at micro-level the
projects in which it is used are
launched and implemented at small
scale.
 It depends on interpersonal and
culture-based forms of
communication.
 It is participatory at grass root levels.
In this communication, audiences are
given maximum participation
(horizontal communication).
 It has specific, set and clearly defined
goals.
 Development
Communication Examples
 Development Support
Communication Examples
Polio Eradication
Campaign in KPK
Pakistan
Educational Campaign
for Schools in KPK
 Development Communication Theory
• Development used to be taken as bridging the disparity between the so-
called 1st world and the 3rd world countries before the 20th century.
• Development was believed to be the process which made the third world
countries follow the first world countries/ western countries, which were
considered to be fully developed.
• The under-developed countries had to follow their kind of political and
economic systems, like heavy industries, capital intensive technology, etc.
 Development Communication Theory
• All other countries had to replicate a single form of development process which
was practiced in some specific countries.
• Thus, development was linked with Westernization. Development
communication was at first based on the developmental theory of westernization
but later had its own basis in the developmental theory of modernization (1950s).
• The definition of development communication has been evolving with time from
considering people as audiences who were to be influenced (one way) and the
process rooted in the SMCR model.
• The unilateral communication flow was criticized for cultural imperialism.
 Development Communication Theory
• The socially engineered messages were disseminated for a propaganda to control
the culture of the poor countries by glorifying the conditions of the rich nations.
• The theory focused on passive audience which was not participatory.
• This gave the notion that development was being, like the developed countries,
one way influence. After that, the aspect of feedback was added.
• Then, communication was said to be horizontal. Today, development
communication is about working for local development and creating
opportunities.
 Development Communication Theory
• Its objective is to uplift the quality of life of people not only economically
but also socially, culturally, politically, etc. by using the tools of
development communication.
• The theory later became known for its use in the developing and under
developed countries.
• The concept of participation was later added which paved the way for
model to be used for social change, development communication and
democratic-participant communication theory.
Strengths of Development Communication
Theory
• Specified tools for communication makes communication effective.
• Helps in international development projects.
• Participation in communication media makes it inclusive.
 Weaknesses of Development
Communication Theory
• It enforces westernization more than modernization.
• Cultural hegemony is occurred through development communication
implementation.
 Role of Development Communication

• Development communication thus can be said to have

two primary roles:
Transforming Role.
Socializing Role.
 Transforming Role

• Development communication is used for transforming role by

bringing in social change in a way that will bring a higher
quality of life.
• Here communication acts as an instrument to achieve these
objectives.
 Socializing Role
• Development communication also tries to maintain the
established values of the society by playing a socializing role.
• In playing these roles, development communication seeks to
create an atmosphere for change as well as providing
innovation through which society may change.
 Role of Development Communicator
• The development communicator plays a very significant role in explaining
the development process to the common people in such a way that it finds
acceptance.
• In order to achieve this objective a development communicator:
 Has to understand the process of development and communication.
 Should possess knowledge in professional techniques and should know the
audience.
 Role of Development Communicator
 Prepare and distribute development messages to millions of people in such
a way that they are received and understood, accepted and applied.
• If they accept this challenge they will be able to get the people to identify
themselves as part of a society and a nation.
• This identity will help in bringing human resources together for the total
welfare of the individual and the community at large.
 DEVELOPMENT CAMPAIGNS
• You may be familiar with the term ‘election campaign’. During elections
we use communication to change the way people vote – from one party to
another or from one candidate to another.
• For this, we use public meetings, print material, advertising on radio and
television etc. The campaign kicks off before the election process starts
and ends with the announcement of results. It’s purpose is to see that a
particular individual or group of people vote for a particular candidate or
party.
 DEVELOPMENT CAMPAIGNS
• Similarly for development communication we may use the print media,
radio and television. Sometimes they are time bound programs for a
certain period.
• Let us consider an example. A particular Sunday in a month is identified
for polio immunization. There are also weekly, fortnightly and monthly
campaigns on development themes.
 DEVELOPMENT CAMPAIGNS
• People interested in development communication should understand their
audience i.e., readers, listeners or viewers.
• They should also know the needs of their audience so that whatever
medium is used, the messages are relevant.
• The messages then have to be passed on in the most attractive manner.
• The need for development communication continues since a large
population of Developing countries lives in rural areas and they need
government support.
 DEVELOPMENT CAMPAIGNS
• Therefore, communication from the government remains highly
significant.
• New forms of communication such as Public Information campaigns are
held in villages to disseminate information.
• Participation of the local community is also encouraged.
 CORE AREAS OF DEVELOPMENT
• You must know that the basic purpose of development is to enlarge people’s
choices and create an environment for people to enjoy long, healthy and creative
lives.
• Let us list some of the core areas of development.
 Agriculture
 Fisheries
 Animal Husbandry
 Food Security
 Communication
 CORE AREAS OF DEVELOPMENT
 Irrigation
 Public Works
 Employment
 Environment
 Ecology
 Income generation activities
 Education
 Health and Sanitation
 Family welfare